Marketing Management for Burger Urge: SWOT Analysis and Marketing Strategies

Running head: MARKETING MANAGEMENT
Marketing management
Name of Student
Name of University
Author Note

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MARKETING MANAGEMENT
Executive Summary
The report focuses on developing a marketing plan for Burger Urge. Burger Urge is a
Gourmet burger chain that is situated in Brisbane, Australia. The report analysis the case and
provides a comprehensive analysis of the internal environment and provides a SWOT
analysis for the restaurant. For the purpose of the report, marketing theories such as
application of marketing mix for the restaurant is conducted. The report also analyses the
external environment of the restaurant so that the strengths and weakness can be related to the
current marketing practise of the restaurant. The application of marketing planning theory is
undertaken and marketing goals and objectives for Burger Urge is established. The
implementation of marketing strategies of the restaurant are analysed in the report.

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MARKETING MANAGEMENT
Table of Contents
Introduction................................................................................................................................3
Case Background.......................................................................................................................3
Comprehension of marketing planning theory and concepts.....................................................3
Analysis of external marketing environment.............................................................................5
Development of SWOT analysis................................................................................................7
Marketing goals and objectives................................................................................................10
Marketing strategy...................................................................................................................11
Marketing implementation.......................................................................................................12
Evaluation and Control............................................................................................................13
Conclusion................................................................................................................................14
Bibliography.............................................................................................................................15

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MARKETING MANAGEMENT
Introduction
The report analysis the marketing plan that can be devised by Burger Urge. The report
provides a case analysis of the organisation and the strategies it needs to formulate so that it
can expand its presence in the market of Australia. The application of marketing mix theory
for the growth of the restaurant in the market is undertaken and the analysis of the internal
marketing environment with the help of SWOT is done in the report. At the same time, the
external marketing environment of the restaurant is undertaken so that links can be
established based on the identified strengths and weaknesses. The marketing strategies of
Burger Urge is analysed keeping in mind the goals and objectives of the organisation.
Case Background
Burger Urge is a Gourmet burger store located in Brisbane, Australia. The restaurant
is a private limited restaurant that was set up by Sean and Colby Carthew. The restaurant was
established in 2007 and has grown to have 26 restaurants in the country. Some of the chief
products that are sold by the restaurant include alcoholic beverages, soft drinks, hamburgers
and chips (Burgerurge.com 2018). The menu of the restaurant includes burgers, wings, fries,
salads and various side dishes. The restaurant also acknowledges the restrictions of food that
people have and provides gluten free food products. At the same time, the restaurant for the
people that does not consume non-veg items also provides vegan diet. The beverages served
by the restaurant include crafted beer, cider, tap beer, milkshakes and soft drinks
(Burgerurge.com 2018).
Comprehension of marketing planning theory and concepts
According to Gronroos (2016), in order to conduct a comprehensive marketing plan, it
is necessary to identify and apply certain theories and concepts that can help in providing